🔉Go-To-Market Strategy

🚀 Click Once, Diversify Forever! 🛡️

TL;DR

1. Short Term:

   1. Who do I want to do what? : I want users from Pendle, Equilibria, Radiant and Gains to use this portfolio to manage their assets instead, without changing their risk exposure.

   2. Shopper/Buyer-Activated Promotions: Give users reward tokens if they share their deposit transaction tweet on SNS

   3. SMART: use GA/Dune to track the data; promotion is that early adopters would be eligible to airdrop, would issue token in 6 months so it's time-bound.

   4. KPI:

      1. Objectives: Accrue Early Adopters

      2. Indicators: User Growth, Engagement Rate, Conversion Rate, Website Traffic

2. Mid Term: Gift promotion. Our portfolio dashboard allows dLP and portfolio users to use it for free, it's a valuable gift.

Promotional Marketing: How to Create, Implement & Integrate Campaigns that Really Work

Workflow

1. Determine your business goals

   1. 4P

      1. Product

         1. Product side: An Omnichain Index Fund

         2. Client side: Users of integrated protocols; they want to save time on rebalancing their portfolio; They would probably monthly check the status of this portfolio

      2. Price:

         1. Product side: Operating expense is nothing at this early stage

         2. Client side: Middle class users would be my clients; They would spend money to save time

      3. Place: Online

      4. Promotion:

         1. Product side: My competitors are all doing promotions;

         2. Client side: Mainly on twitter; Bull market would be the best timing to promote

   2. 6C: Cost, Concept, Convenience of Buying, Communication, Customer Relationship, Consistency

2. Determine your marketing goals (set your marketing goals according to the SMART principles)

   1. Specific

   2. Measurable

   3. Attanable

   4. Relevant

   5. Time-bound

3. Formulate your target audience

   1. Set KPIs

4. Form a circular graph

   1. How to operate promotions: write promotional briefs

   2. How to utilize creativity:

      1. Listing: Listing "Who do I want to do what?"

      2. Mind Maps

      3. Brainstorming

      4. The village: A very useful technique is to define all the types of ‘who’ and, in your imagination, people a village with them. Imagine the houses they would live in, the places they would meet, the resources they would need, where they would go for fun and where they would shop. Then aim your promotion to appeal to the village.

      5. Being someone else: Imagine yourself as someone else, which is to think from another person's perspective.

   3. How to select suppliers: There are several indicators

      1. creative ability

      2. communication ability

      3. budget control ability

      4. good service ability

      5. good performance record

   4. How to implement promotions

      1. No discount promotion: Twitter, Debank Feeds, Lenster, Linked

      2. Shopper/Buyer-Activated Promotions: Give users reward tokens if they share their deposit transaction tweet on SNS

         1. Example: Intersport held a promotional event, the rule of which was that when you go for a night run, if you can make a track that forms the shape of 'IS', you can get a coupon. You think, since you are going to run anyway, you plan this route so that the track forms an 'IS'. Now even more complex tracks can be formed, so running an 'IS' should be a very easy task, you just need to plan a few blocks to run an 'S'. Run an 'IS', show it off, and you can get a reward. This is to use a little reward to encourage consumers to talk about you and help you promote.

      3. Discount promotions

         1. Direct discount: Use liquidity mining as a direct discount

         2. Joint promotions: Collaborate with other protocols to launch activities, our portfolio provides liquidity, and the protocol gives us whitelist access to connect to the pool for mining first or gives us a higher reward.

         3. Price reduction promotion: not that feasible in Web3

         4. Gift promotion: Our portfolio dashboard allows dLP and portfolio users to use it for free, it's a valuable gift.

         5. Prize promotions: We can give out a random amount of governance tokens as prize promotions

   5. Check applicable laws and regulations

   6. Marketing quantification (measurement, evaluation, research): Check the TVL and transaction amounts on Dune

   7. Feedback for the next iteration

Check List

• "Who do I want to do what"

• Every promotional activity must comply with SMART

  • Specific

  • Measurable

  • Attanable

  • Relevant

  • Time-bound

• How to select suppliers: There are several indicators

  1. creative ability

  2. communication ability

  3. budget control ability

  4. good service ability

  5. good performance record

• 3 suggestions

  • provide valuable and positive solutions during promotions: meaning the solutions you provide to consumers must be valuable and positive

  • promotions are better than discounts: If you frequently offer fifty percent or sixty percent discounts, this will lower the consumer's expectations of your product's value; whereas promotional schemes are complex, more incidental, and because costs are sometimes intangible, it is difficult for consumers to calculate, hence it is easier to maintain the product's value

  • include promotions in all forms of advertising: If you have a good promotional planning and event, make sure to use various forms of communication to get the message out.

• The golden rule for creating promotional goals is called "stay relevant, strive for simplicity"

• During the process of setting up promotional planning, you need to ask yourself 4 questions:

  • who is the key to solving the business problem? Right now, the protocol is the key to solving the business problem (investment).

  • what kind of people are the customers?

    • short term: radiant, pendle, equilibria, treasure DAO, rETH, gDAI, DAI holders/investors

    • mid term: defi degen

    • long term: average people

  • what do I really want them to do? I want them to use All Weather Protocol instead of manually managing their assets

  • who else in the process can influence the decision-makers? KOL, friends or other competitors

• Promotions have 12 objectives, to achieve a perfect promotion, you usually need to achieve 12 objectives:

  • Increase sales

  • Increase trial rate

  • Increase repeat purchase rate

  • Increase loyalty

  • Expand the scope of use

  • Generate product interest

  • Create and enhance brand awareness

  • Shift the focus on price

  • Gain the support of middlemen

  • Price Discrimination

  • After operating customer account errors, restore the brand image, and shift the customer's focus on complaints, this is also the goal of promotions.

  • Salvaging the damaged brand image due to the poor service

• Cooperate with KOL: 75% of British products are sold by 18% of the people, so we need to find KOLs to sell."